The event, now in its second year, drew a throng of spectators to its River Street starting point. A few hundred more situated themselves along the rest of the parade route.

It snaked up Bay Street, to Abercorn Street, through Reynolds Square, down Broughton Street and ended at Franklin Square.

Paula Deen, the queen of southern cuisine, presided over the festivities as the parade's first-ever grand marshal.

"The first ever?" Deen asked shortly before climbing into a 2004 VW Beetle Convertible "Am I really? Well, I am honored. Just thrilled."

Deen presided over a procession of 60 units, twice as many as in last year's inaugural event.

Kenny Hill, associate director for the Savannah Waterfront Association, said the Savannah Area Convention & Visitors Bureau, City Market, the city and the Savannah Development and Renewal Authority drummed up more participation from the community.

"The bigger the parade, the bigger the enjoyment," Hill said.

The First African Baptist Church was among the spate of parade newcomers.

Cathy Hairston, the church's administrative assistant, sat behind the wheel of a van bedecked with garlands and bows as a half-dozen members of the youth group stood nearby, awaiting the signal to start.

It's important for the oldest black church in North America to bestow "historical value" to the event, Hairston said, as well as "represent the Christian aspect of the community."

The church's choir also performed carols for the crowd at Franklin Square.

The parade may have given River Street businesses a boost, but it unclear whether the event helped the shops along Broughton Street. Except for a continuous line at Starbucks, the crowd of onlookers was thin and patchy.

Spectator Kim Ford Appel, a recent transplant from Boston, reveled in the holiday hoopla with son Benjamin, 4.

Benjamin watched with mouth agape as the Alee Shriners pirate ship glided by, then said his favorite part of the parade was the bear-like creatures that belonged to the local Newfoundland club.

For Appel, the best part was the weather, hands down.

"I've lived in New England for the past 14 years," she said. "This year I can get outside, walk around and really enjoy the holiday season."